The text is ideal for MBA and PGDM students, offering clear, conceptual clarity and rigorous case studies.
How traditional Indian companies are integrating digital tools into their marketing mix.
Move beyond basic selling to build sustainable, long-term brand equity. Core Frameworks and Syllabus Breakdown
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: Product, brand, and pricing decisions.
To understand the value of the book, it's crucial to first understand its author. Dr. Rajan Saxena is not just an academic; he is a distinguished institution builder and a marketing veteran whose career spans over four decades. His profile is deeply connected with some of India's premier business schools:
He stayed until the library lights flickered, signaling closing time. By the time he walked out into the humid night, he didn't just have a textbook in his bag; he had a strategy to turn his father’s shop into a brand. As Saxena wrote, the Indian market was a "dream for any marketer"—and Arjun was finally ready to start dreaming. The text is ideal for MBA and PGDM
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: Strategic frameworks for dividing the market and creating a unique brand identity. The Marketing Mix & Customer Value Product & Brand Management
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Continuously monitor the market and update strategies to reflect changing consumer behavior and technology. Conclusion
The rhythmic hum of the library’s air conditioner was the only sound as Arjun flipped to of Rajan Saxena Marketing Management
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| Section | Description | | :--- | :--- | | | It sets the stage by defining modern marketing management, analyzing the customer and competition, and covering strategic planning, marketing research, and information systems. | | Part 2: Assembling the Marketing Toolbox | This section dives into the tools and techniques marketers use. It covers consumer and organizational buyer behavior, market segmentation, targeting, demand forecasting, and measurement. | | Part 3: Creating Customer Value | This is the "product" deep-dive, covering product management, new product development, brand management, customer service, and pricing strategies. | | Part 4: Communicating & Delivering Value | This covers all elements of the "promotion" and "place" mix, including integrated marketing communications (IMC), advertising, sales promotion, public relations, sales force and distribution management, retailing, and direct marketing. | | Part 5: Creating Sustainable Competitive Value & Growth | It shifts to strategic marketing, covering marketing strategy, customer relationship management (CRM), marketing performance and control, and marketing organization structures. | | Part 6: Broadening Horizons | The final section explores specialized areas that are increasingly important: global marketing, services marketing, and rural marketing. |